Keith Blanchard, onetime editor of Maxim who worked on the sites of Wenner Media’s Rolling Stone, Us Weekly and Men’s Journal, sees print brands struggling to be responsible and authentic at the same time. “Perez Hilton was able to come up out of nowhere because he didn’t care about the legality of what he was doing,” pointed out Blanchard, now vp, director of programming at videogame maker Kuma Games.

Online, it’s content that matters, not the source, he continued. “Newsweek, Time, don’t mean anything, but Justin Fox does,” he said, referring to Time’s business and economics columnist. “I don’t think people are very brand-loyal online.”